Sales Opportunities Are an Effective Measure of Marketing Success and May Help You Ease the Gap Between Sales and Marketing
by Ed Jones
Measurement Tip #6
I have often said that the sales team is the primary customer of the marketing team. The marketing function is primarily focused on creating sales opportunities and improving the probability of sales for the company. This is for good reason. In most companies the pressure for sales results is constant. The entire financial strategy for a company begins and ends with the sales forecast and sales results. That is why so many companies put such a heavy emphasis on leads, using the number of leads as the primary measure for trade show success.
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